It’s time to take a step back and think about Paris Fashion week, which took place at the start of the new season. In general, I still find it wise to not rush into analysis of the shows and the atmosphere of this crazy week. 9 days of shows = 99 presentations (on the official calendar), not counting the unofficial events, and we’ll also add the after-shows to this. Anyway, in order to be fresh the next day at 10 a.m., champagne will be served in the morning – let’s fix the bad with the bad.
The digital marketing agency Valtech took interest in Paris Fashion Week from what they saw through social networks. It’s simple: among the guests during a show, about half of them watch through an iPhone or other technology that allows them to immortalize the moment and then share it on Instagram (madness), Twitter, etc… Fashion writers give their reports in real time and followers feel like they’re experiencing the show by proxy. It’s a pretty cool approach, especially for the more scathing tweets (@LoicPrigent was the king of tweets this season).
Photo by Paris Match
In terms of numbers, the latest Paris Fashion Week reached its peak this season on Twitter, with over 259,733 mentions of the expression “Paris Fashion Week” and Chanel being the top trending topic. The five most mentioned brands were, in decreasing order of popularity: Chanel, Louis Vuitton, Dior, Givenchy and Stella McCartney. The most memorable event of the week of shows was undoubtedly the departure of Marc Jacobs from Louis Vuitton, garnering 22,565 mentions on Twitter. The leading personalities were Kim Kardashian with Kanye West, Katy Perry, and Miranda Kerr in the front row. On the podium, star model Cara Delevingne got the most attention. For the collections themselves, leather, metallic prints and floral prints will theoretically be very successful next summer. The flagship colors will be yellow, orange, nude and the irreplaceable black. The Chanel backpack, a classic before its time, was very successful on the web.
The web is also good at deciphering the trends that the press writes about, which frightens some of the more established fashion writers in their trade, who view this massive emergence of bloggers and other street-style photographers very negatively. Regardless of what we may say about the internet’s connection to fashion and the “Fashion Circus”, fashion shows have never been this accessible from the web and we’re that much better off for it. Read this article on Webflakes !